This year's "Government Work Report" proposes for the first time the formulation of an "Internet Plus" action plan to promote the integration of mobile Internet, cloud computing, big data, and Internet of Things with modern manufacturing.

The deep integration of the Internet and traditional industries is not only conducive to the transformation and upgrading of traditional industries, but also constantly creating new business models and creating new models. In the fields of travel, car repair and home economics, “Internet Plus” is triggering an upsurge of innovation and more and more new types of industries are emerging. Traditional processing and manufacturing, under the impetus of “Internet+”, also explored new manufacturing modes and upgraded to the high end of the value chain.

What are the new formats and new modes of "Internet Plus"? How deep is the impact on traditional manufacturing? What barriers need to be crossed to achieve further development? This edition introduces a series of reports and explores this.

Post-market O2O pokes pain points

- More convenient and cheaper, saying "no" to some 4S shops

“Original price is 99 yuan, and the special price is 19 yuan to experience the German-style cleaning of the engine compartment...” Seeing a video of someone in the friend’s circle taking care of the car, Beijing’s Mr. Yan also made an appointment for the Mocha i car’s home through the WeChat public service number. service.

One day later, according to the appointment time, a work vehicle appeared next to Mr. Lou. With the help of professional tools, dust and sludge in the engine compartment were cleaned completely in just 40 minutes. “The master is very meticulous and the process is transparent. The same service is available at the 4S shop for two or three hundred yuan.” Mr. Yu, who first experienced the on-site maintenance, was very satisfied.

Different from Mr. Lou, Mr. Wang has been a little annoyed lately. His car left front turn signal failed. In order to save time from going to the 4S store for repairs, he searched the Internet for several O2O service providers who had already received Series A financing. However, it took more than an hour to download the APP and consult the online customer service. After one by one comparison, he was dismayed to find that for such a minor problem, no one actually provided home repair service.

"Either the door-to-door package maintenance, or the appointment to shop car wash, or appointment 4S shop maintenance, or professional spray service." Mr. Wang said that from the Internet to find a variety of car wash, car maintenance, repair car O2O dazzling Many services are indeed cheaper and more convenient than 4S stores, but not enough to really poke his pain points.

So, what are the pain points of car owners in the face of today's car maintenance system consisting of 4S stores, chain stores, and roadside maintenance shops?

I believe that anyone who has seen the CCTV “3·15” party this year will certainly be impressed with the 4S shop’s “overdue minor overhaul”. In fact, the opaque service, lack of store integrity system, high prices, difficult to guarantee quality, and time-consuming are all pain points for consumers in the area of ​​car maintenance and repair. Among them, the first four are related to “asymmetric information”. The “Internet Plus” based on mobile internet, big data, and cloud computing is to subvert and transform the traditional automotive after-sales service system that has been closed for a long time, has asymmetric information, and is not transparent in price.

Statistics show that as of the end of 2014, the number of motor vehicles in the country reached 264 million, of which 130 million were used for domestic vehicles. The industry has conservatively estimated that the annual revenue of the domestic auto aftermarket, which includes finance, insurance, maintenance, maintenance and accessories, automotive culture, automobile sports, used cars, and car rental industry, has reached 600 billion yuan, and will reach 700 billion yuan this year.

Faced with this new blue ocean with huge potential and unlimited business opportunities, since last year, O2O startup companies such as car washing, vehicle maintenance, and maintenance have mushroomed. According to incomplete statistics, since August 2014, at least a dozen business models such as vehicle maintenance, e-maintenance, and pickpocketing have been clearly established and formed a certain scale of O2O enterprises, and they have successively obtained angel rounds or A rounds of financing.

Internetization is not a smooth way

——The spare parts franchise system and manufacturers do not cooperate to influence the development of new industries

“Beijing Yizhuang, a door-to-door car maintenance company, has closed down due to capital chain issues. There are ten gold cup cars... Interested buyers can believe it.” Not long ago, a message on Weibo that was passed to friends helped arouse the attention of reporters.

An industry source told reporters that although the entry threshold for O2O startup projects in the automotive aftermarket is low, the risk is not small. In view of the fact that the current spare parts franchise system has not yet been broken, the pattern of attracting customers at a low price in the initial stage of the project requires continuous “burning”. In addition, the team of maintenance technicians and brand promotion need a lot of industry experience and flow resources, and enterprises that have not gained favorable capital. The capital chain is prone to problems.

As one of the earliest online car repair platforms established in China, the car network that completed the A round of financing in 2013 has undergone rough times. When the company went online in 2012, there was no concept of O2O in China, and the venture capital market was almost dead. Zhang Zhengchao, the founder and CEO of CarNet, who has invested RMB 1 million in his own pockets, can only use the “lean approach” and “improved thinking” to explore the Internet after-sales of automobiles.

“I proposed to do a public comment network for 4S shops.” Zhang Zhengchao frankly stated that because there are no ready-made business models at home and abroad, they can only refer to the ideas of Ctrip, Volkswagen Review, and other consumer industries, using time-sharing discounts. It provides benefits to consumers who place orders online, and it also realizes peak-to-peak filling of the 4S shop passenger flow.

In order to concentrate the orders distributed by the brand to a small number of stores, to make the platform more intensive, and to make it more convenient for users, CarNet will try to cross-brand operations, so that the same multinational companies with different joint ventures and different brands of the same platform models can choose The same 4S shop for maintenance. "The maintenance of a 1,500 yuan in a luxury brand 4S store is only 600 yuan in another ordinary brand 4S store that is on the same platform as it is." Zhang Zhengchao said that this has led to the intervention of enterprises and even the prohibition of the establishment of civilization. Its 4S store cooperates with O2O to promote sales. Fortunately, the anti-monopoly investigation of the auto industry in 2014 made these bans gradually disappear.

It also feels that the boycott from the manufacturers is also Amoy steam stalls. This B2B e-commerce platform for auto parts, established in 2013, aims to create a new auto parts procurement system with “zero inventory”, “zero capital” and “zero wait” for spreading tens of thousands of auto repair factories across the country. According to reports, Amoy steam stalls are currently signed in 9 cities, more than 20 cities and 30,000 offline stores, attracting 18 major international accessory manufacturers such as Bosch, Hella, Gates, and Philodo. However, the top three vehicle lubricants companies in the domestic market share have refused to supply the Amoy steam stalls at wholesale prices. Several major international tire giants are also doing the same.

Will the 4S model be subverted?

- Emerging industries are expected to promote the transformation of traditional 4S stores and improve the transparency of services

"Using O2O mode to subvert the traditional car market" "30% -50% cheaper than 4S shop" "fast, please forget 4S shop" ... ... open a few aftermarket O2O business website or APP, subvert the 4S shop slogan almost everywhere . So, can the Internet really shake up the traditional system of the auto aftermarket?

“Internet+automotive market will definitely give birth to new business models and business models.” Li Hui, executive vice president of GAC Toyota Motor Co., believes that the current maintenance and repair of O2O can attract customers because of their fast service. Convenient, transparent, and the price is attractive enough. For 4S stores, in addition to the disadvantages of high costs and opaque services, there are also advantages of regular military professionals. "Knowing oneself and knowing oneself can only prepare for the next step." Li Hui said that the future 4S model, including scale, investment and function, must be reconsidered. Consuming tens of millions of yuan or even billions of dollars in funds to build a 4S shop is itself a waste. The construction of more "urban showrooms + satellite shops + specialty stores" to minimize costs, and use Internet tools to transform, enhance service transparency and customer satisfaction, will be the direction of transformation.

“The emerging industry is a supplement to the traditional 4S model. In the long term, it will also reversely promote the development of the 4S model.” Zheng Heng, deputy general manager of Guangqi Honda, believes that with the continuous development of the Internet consumption model, the traditional single offline marketing model The market has not been able to fully meet the needs of the emerging market after the auto market, reflecting the market for the integration of after-sales resources, after-sales service industry, the need for transparency. The 4S model has more comprehensive, one-stop solutions and customer resource advantages. At present, Guangzhou Automobile Honda has more than 400 special stores and 4 million customer resources in the country. Through refined data analysis on consumer behavior, it can further satisfy Consumer demand. To this end, Guangqi Honda is actively embracing the Internet and actively building an information platform to enhance the user experience through comprehensive digital construction.

“The real enemy of the 4S shop is not O2O, but the high operating costs and the opacity of the service.” For the transformation of the 4S shop, Xiao Jun, founder of Amoy Steam Co., said it was not easy. Before the Spring Festival, Amoy steam stall announced the official launch of a new service brand - "Taoyun repair", a set of non-4S chain maintenance system built with the help of mobile Internet, big data and other means formally launched. Taking the supply chain as a link, based on the location of the repair shop search, "preceding compensation", user scoring, bad review bond deposits and other services, so that "public comment network model" in the 4S system outside the successful replication. Will it become the decisive force for the transformation of 4S stores?